Heineken Partners With New Ad Agencies for Select Brands

WHITE PLAINS, N.Y. -- Heineken USA announced several agency-of-record appointments across its brand portfolio. First, Strongbow will join the company's lineup beginning Jan. 1, and the cider brand has selected Zambezi to be its advertising agency of record globally.

"Zambezi is well versed in the beverage and active-lifestyle space, with expertise in marketing to upwardly mobile consumers," said Matt Kahn, vice president of marketing for Heineken USA portfolio brands. "They have experience working with both established and emerging brands, making them a perfect partner to work on Strongbow."

Zambezi will be responsible for developing all consumer advertising for the brand.

For the Heineken, Heineken Light and Amstel Light brands, Edelman will develop and implement public relations programs. Specifically for Heineken, the agency will manage general market and Hispanic campaigns surrounding consumer marketing launches and event sponsorship activations, according to the beer importer.

Additionally, Wieden+Kennedy New York will now look after all Hispanic above-the-line activations for Heineken and Heineken Light, on top of its current management of general market advertising and Heineken's industry-leading social media channels.

Heineken USA's imported brands include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Buckler non-alcoholic brew. The company is also the exclusive U.S. importer for Tecate, Tecate Light, Dos Equis, Sol, Indio, Carta Blanca and Bohemia.